201711 aubertm for bisnode: web strategy for industrial lead generation
TRANSCRIPT
The future is built today.
Lead generation and nurturing in an industrial business
30/11/2017 by @aubertm
TRAININGS
Marina Aubert Senior Communication & Marketing B2B
30/11/2017 by @aubertm
Lead generation vs lead nurturing
30/11/2017 by @aubertm
Lead generation & nurturing
30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Lead generation & nurturing
30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Information qualified Marketing qualified Sales qualified
30/11/2017 by @aubertm by @aubertm
http://www.getmlmtools.com/social-media-for-b2b-content-marketing-distribution-research/
Industrial content: CE+T Power case
30/11/2017 by @aubertm
30/11/2017 by @aubertm
CE+T Power channels
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Industrial content
Datasheets, sell sheets Case studies Whitepapers Technical papers Webinars Videos
Websites
.com
.be
.cn Blog Newsletters
Social medias
Linkedin Twitter Youtube Flickr ...
Industrial medias
Press releases Ads Sponsored articles ...
Lead generation & nurturing
30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Website Blog Linkedin/Twitter
Newsletters Events
30/11/2017 by @aubertm
B2B
does not mean
Boring to Boring
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30/11/2017 by @aubertm
Add fun into industrial life
Industrial content: how to get leads’ data?
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Get leads’ data
n Build trust n Offer relevant information n Keep promises n Ask one relevant information at a time n Collect non-invasive data
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n Corporate
n Trainings
n By technology
n By products category
n By event
n ...
n Jobs
Collect non-invasive data
n E-mail address*
n Are you already a client? n Yes I am! n I would like to be contacted
by a sales representative, please.
n I just enjoy your firm :)
n Do specific fields interest you?
30/11/2017 by @aubertm
1. Your own specific newsletters
n Case studies
n Whitepapers
n Technical papers
n Webinars
n ...
Remember
n Collect non-invasive data: n Only the e-mail address,
quick and easy n You can contact them
back later
n Focus on offering high added value to your audience
30/11/2017 by @aubertm
2. Access to your expertise
n Connect to interesting groups, and listen
n Check who are the members
n Adapt your posts to the groups’ attitude
n See who’s interested by your posts, you may offer them more information through your company Linkedin profile or newsletter
Remember
n Spam is bad for your company’s image
n Offer value to your audience
n Always redirect to your own tools to capture qualified contacts data n Access to expertise n Newsletters n Sales contacts
30/11/2017 by @aubertm
3. Linkedin groups
n Qualified audience
n Detailled statistics
n Online marketing tools
n Contacts datas n Visited your company profile n Clicked on your newsletters ads n Read your sponsored articles n Saw your webinar n ...
n Be very picky with the media position towards your audience
n complementary to stands at exhibitions/events
n Be sure to have a strong message to deliver n Advanced visuals n Very focused on your
audience’s interests
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4. Industrial online medias
Conclusion
30/11/2017 by @aubertm
candidates 15%
hot lead 10%
clients & partners
46%
fans 29%
Results for the newsletters of CE+T Power
30/11/2017 by @aubertm
candidates 15%
hot lead 10%
clients & partners
46%
fans 29%
Results for the newsletters of CE+T Power
30/11/2017 by @aubertm
Lead nurturing
Results for the website for CE+T Power
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n +66% sessions
n +65% pageviews
n +46% users
Results for the Linkedin company profile of CE+T Power
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Marina Aubert [email protected] 0477 97 82 35 @aubertm www.aubertm.me
Thank you!
30/11/2017 by @aubertm